EPISODE: 160 – Marketing Auto Body Shops with Daniel Burkholder
Most shop owners don’t think about marketing when things are going great, but wait until the car count drops or the phones go quiet. That’s when the panic hits, and all eyes turn to marketing. But what if your shop’s struggles aren’t about marketing at all?
In this episode, I sit down with Daniel Burkholder from Body Shop Marketing to explore a lesser-known aspect of the collision industry. Daniel’s been in this world since he was a kid, growing up in the family’s body shop, and now he’s on the frontlines helping collision shop owners navigate a changing landscape.
We talk about what a Direct Repair Program (DRP) is, how it affects a shop’s autonomy, and why relying on insurance companies for car count is a dangerous game. You’ll hear how customer behavior is shifting even with DRPs in play and how shops that aren’t actively marketing are gambling with their future.
This episode is loaded with insights about the customer journey in the collision space, the rising importance of Google search, the power of reputation, and why the best time to market is when you don’t need the work. Whether you’re all mechanical or have a toe in the collision side, this is a conversation worth tuning into.
This episode is sponsored by Shop Boss. You know, other shop management software makes you work, but Shop Boss works for you.
AppFueled makes marketing easy. It’s a CRM designed for auto repair shops with tools like segmentation, reminders, and even a call center. Don’t wait, get started today at appfueled.com
Timestamps
Introduction and Guest Welcome (00:00:10)
Brian introduces the episode, guest Daniel Burkholder, and the focus on marketing for body shops.
Daniel’s Background and Niche (00:01:07)
Daniel shares his background in collision repair and how he started marketing for body shops.
Misconception: Collision Shops Don’t Need Marketing (00:02:12)
Discussion about the misconception that collision shops rely solely on insurance companies for business.
Direct Repair Programs (DRPs) Explained (00:02:56)
Daniel explains what DRPs are and their impact on shop marketing and business.
Shifts in the Industry: OEM Certifications (00:04:32)
Emergence of OEM certifications and their growing importance compared to DRPs.
Risks of DRP Dependence (00:05:40)
Warning against being overly reliant on insurance companies for business.
Defining DRPs for Mechanical Shop Owners (00:06:10)
Clarification of how DRPs work for listeners from the mechanical repair side.
Consumer Misconceptions and Steering (00:06:53)
Discussion on insurance companies steering customers and the legal right to choose repair shops.
Customer Journey Differences (00:08:00)
How the customer journey for collision repair differs from mechanical repair.
Online Research Even with DRPs (00:08:38)
Consumers still research shops online even after insurance referrals.
Importance of Know, Like, Trust and Community Involvement (00:10:51)
Building trust through community involvement and online presence.
Repeat Business and Referral Dynamics (00:12:02)
Repeat business is rare; referrals and family recommendations are more common in collision repair.
Effective Marketing Strategies for Collision Shops (00:15:29)
Focus on local search optimization, Google Ads, and the role of social media in brand building.
Comparing Marketing Priorities: Mechanical vs. Collision (00:17:22)
Differences in marketing priorities and customer planning between mechanical and collision shops.
Vehicle Reliability and Customer Urgency (00:19:20)
Modern vehicles’ reliability changes the urgency and nature of repair needs.
Crash Safety and Vehicle Design (00:20:18)
Side note on how modern cars are safer than older models in crashes.
Google LSA in Collision Repair (00:21:24)
Discussion on the current use (or lack) of Google Local Services Ads in collision shop marketing.
Customer Experience and Reputation Management (00:21:50)
Importance of customer experience, sales training, and online reputation for collision shops.
Impact of Google Reviews on Customer Choice (00:23:40)
Anecdote illustrating how higher Google ratings influence customer decisions.
Sales Process and Lead Conversion (00:25:02)
Emphasis on the importance of sales skills to maximize marketing ROI.
Educating Shop Owners on Proactive Marketing (00:26:04)
How Daniel educates shop owners about the need for proactive, consistent marketing.
Industry Trends: MSOs and Growth (00:27:07)
Trends toward multi-shop ownership and the need for growth or specialization.
Timing and Consistency in Marketing (00:28:12)
Marketing should be ongoing, not just when business is slow.
Final Advice and Episode Wrap-Up (00:30:31)
Daniel’s final advice: start marketing before you need it; episode closing remarks and contact info.
How To Get In Touch With the Guest
Daniel Burkholder
Body Shop Marketing
How To Get In Touch
Join The Auto Repair Marketing Mastermind Group on Facebook
Meet The Pros
Follow SMP on Facebook
Follow SMP on Instagram
Get The Ultimate Guide to Auto Repair Shop Marketing Book
Email Us Podcast Questions or Topics
Lagniappe (Books, Links, Other Podcasts, etc)
Collision Vision Podcast by Cole Strandberg
